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1 2014 Salary Guide & Survey Sponsored By

2 Introduction Welcome to the 2014 Creativepool Salary Guide In partnership with our sponsors; Moo (our favorite printers) Little Black Book Agency and Cogs Agency (leading specialist recruitment agencies for the creative sector), we have created the 2014 Creativepool Salary Guide & Survey to give information and insights on benchmarking salaries for a host of creative roles. As well as the usual salary information we conducted a survey which asked creatives to consider their feelings toward thier current salary, their expectations for the coming 12 months, and their perception of how the need for skills will change. What's it all about? We've been a part of the creative industry for over 9 years now, and we know our stuff when it comes to the game of job hunting and finding talent. This guide is designed to give those looking for a new opportunity a picture of what they are worth. It also aims to give an indication for those looking to hire new talent, information on what they should be offering when it comes to filling these roles. What's included? Section 1 - Salary Guide The first section details the current average salaries based on shared data from Creativepool, Cogs Recruitment Agency and Little Black Book Agency. The information is broken down into the following sections: Design & Advertising Creative Design & Advertising Accounts/ Production Digital Creative Digital Accounts/ Prodcuction Section 2 - Salary Survey In this section we examined the trends & analysis from Section 1 to make further observations about market standards. We then combined this data with a set of constants collected from Creativepool users and the outside network. This resulted in 595 participants who formed a diverse group of industry professionals.

3 Section 1 Salary Guide

4 The view from Little Black Book Agency As one of the regions' top creative, marketing and digital recruitment agencies, we have placed candidates from Glasgow to Gloucester and from graduate to managing director level. Over the years, talent attraction and retention has been one of the largest challenges faced by companies within the creative industry; 2013 has proven to be no different. It is rare for us to speak to a company nowadays that does not have some need for talent, whether that is immediately or in the medium-term. The sector continues to grow exponentially (particularly within the digital sector) and, in many ways, it is a victim of its own success, with rapid growth creating shortfalls in talent saw the industry returning to a candidatedriven market, where highly talented staff are in short supply and are often difficult to find (a stark contract to , when there were much fewer roles and employers had a much greater choice of applicants). This has made the role of the recruitment agency even more vital in the securing of talent. At TLBBA we have relied much more heavily on our social media channels and candidate referral scheme, as well as headhunting techniques, rather than the more traditional and commonplace advertising route. There has been a large number of candidates moving freelance (especially digital developers and highly talented creatives), where they can earn more money and enjoy a more flexible working pattern. This only adds to the shortage of the talent pool for permanent roles and we have seen a number of agencies/companies change how they operate in order to accommodate this. Talent attraction and retention will continue to be a challenge for employers into 2014, especially as the market becomes more and more candidate-driven thelittleblackbookagency.com The view from Cogs Agency Here at Cogs Agency our clients are some of the best creative agencies, technology businesses and global brands so we have a real time view of the job market which we would like to share with you. We cover roles from entry level to board level, both permanent and freelance. Confidence is a wonderful thing and the London creative sector is feeling the full force of this, which in turn, leads to stronger, bolder concepts and campaigns being dreamt up and delivered. But where does this leave you, what should you be focusing to ensure you re not left behind? Designers with UI skills who have experience working across multiple platforms are going to be in high demand as design and UI morph into one discipline. On that note, user research is also going to be key skill for UX candidates, especially at junior level. Technology is a massive driver and whilst we wait for wearable to get mainstream (don t worry, it will be quicker than you think) the biggest growth area for 2014 will be centred on responsive design. JavaScript, HTML5 and CSS3 are all language skills that will continue to be in high demand. Production is all about breadth and depth across as many platforms as possible. Your experience has to show this and an online portfolio is the best and easiest way to promote what you ve done. For Strategy and Client Services, your experience must mirror market demand so think campaign, build, content, experiential and social across every conceivable device

5 Design & Advertising Creative IN london JOB TITLE JUnIOR MIDDLEWEIGHT SEnior Creative Director 75,210 92, ,200 Design Director 55,150 70,135 84,892 Visualizer 29,750 42,524 50,075 Retoucher 27,125 37,127 50,045 Interior Designer 26,500 35,750 51,460 Art Director 24,750 34,285 55,275 Artworker 23,275 30,475 46,505 Product Designer 23,125 32,120 62,035 Packaging Designer 22,200 32,085 58,440 Graphic Designer 21,680 34,300 51,015 Copywriter 20,125 30,124 50,460 outside london JOB TITLE JUnIOR MIDDLEWEIGHT SEnior Creative Director 53,000 65,500 96,250 Design Director 31,650 46,125 55,725 Visualizer 25,400 36,763 47,571 Retoucher 23,620 26,925 38,522 Interior Designer 22,960 24,511 41,008 Art Director 21,000 28,063 45,750 Artworker 20,075 23,550 30,600 Product Designer 19,725 22,729 31,050 Packaging Designer 19,350 24,358 32,632 Graphic Designer 18,500 26,778 34,250 Copywriter 17,413 26,525 40,100

6 Design & Advertising Accounts/Production IN london JOB TITLE JUnIOR MIDDLEWEIGHT SEnior Client Services Director 104, , ,220 Business Development Director 65, , ,983 Account Director 44,780 55,013 60,881 Production Manager 35,000 40,550 56,225 Project Manager 28,488 34,405 54,755 Studio Manager 26,048 32,535 41,056 Account Manager 25,320 29,402 37,077 Traffic Manager 24,200 28,852 35,250 Account Executive 19,914 22,643 25,171 outside london JOB TITLE JUnIOR MIDDLEWEIGHT SEnior Client Services Director 47,550 64,325 81,100 Business Development Manager 40,595 52,050 60,152 Account Director 36,150 40,565 47,625 Production Manager 28,625 37,550 45,000 Project Manager 26,115 34,995 41,125 Studio Manager 25,005 32,535 39,056 Account Manager 23,575 29,995 40,125 Traffic Manager 22,839 27,500 34,950 Account Executive 18,125 19,325 22,569

7 Digital Creative IN london JOB TITLE JUnIOR MIDDLEWEIGHT SEnior Digital Director 56,410 67,850 94,430 Flash Designer 35,625 44,554 72,240 Digital Designer 25,510 37,524 52,200 Multimedia Designer 24,750 34,222 45,000 Web Developer 24,318 33,130 44,223 3D Designer 23,500 29,063 40,026 Art Director 21,750 31,050 51,303 Copywriter 21,300 35,328 50,200 Content Editor 20,900 29,290 35,120 Web Designer 20,177 29,005 39,990 Visualiser 19,482 28,410 36,240 outside london JOB TITLE JUnIOR MIDDLEWEIGHT SEnior Digital Director 42,675 60,155 85,175 Flash Designer 25,100 30,265 40,120 Digital Designer 22,425 26,067 37,600 Multimedia Designer 21,100 26,341 37,033 Web Developer 20,545 30,185 39,700 3D Designer 20,075 27,296 38,500 Art Director 19,932 30,265 50,200 Content Editor 19,115 25,420 34,450 Copywriter 18,505 26,067 40,480 Web Designer 17,375 22,574 31,320 Visualiser 17,225 22,325 30,170

8 Digital Accounts/Production IN london JOB TITLE JUnIOR MIDDLEWEIGHT SEnior Client Services Director 83,480 97, ,350 Business Development Director 40,689 62, ,410 Account Director 34,100 45,250 55,000 Creative Services Manager 33,210 42,215 52,650 Project Manager 28,680 41,350 58,310 Account Manager 28,425 32,412 39,824 Studio Manger 27,910 32,350 38,210 Affiliates Manager 26,280 34,280 45,650 Producer 22,140 37,892 53,280 Account Executive 20,055 27,076 32,120 outside london JOB TITLE JUnIOR MIDDLEWEIGHT SEnior Client Services Director 52,550 70,125 91,300 Business Development Director 37,625 44,276 61,250 Account Director 35,750 42,300 50,150 Creative Services Manager 32,170 38,100 46,950 Project Manager 26,850 30,500 38,900 Account Manager 24,633 29,640 33,200 Studio Manager 23,328 31,770 43,056 Affiliates Manager 22,405 30,350 42,630 Producer 18,715 27,230 32,120 Account Executive 17,220 23,230 30,075

9 Bring your creativity to life Business Cards from MOO

10 Section 2 Salary Survey

11 Trends and Analysis The focal point of this year s salary survey has been to discover Industry Standards based on the set factors of individuals. In order to understand more about the feelings toward salaries in the creative industry, we created a survey to target our Creativepool followers. As our pool of creatives surpasses 133,000 unique users, we feel strongly about what these conclusions say about the industry as a whole. Additionally we have contacted our followers on social media networks to participate. Observations Design/Advertising versus Digital: With the popularization of Digital Job roles we see more and more designers adding these skill sets in order to meet market demands. We believe this is decreasing the income gap between digital and design/ advertising roles due to more available candidates. For 2014 we have seen only a 4.8% difference between these sectors, making Advertising the more profitable career path. Although if you work in Accounts/ Production your income increases by 3.9% for a Digital Role. Where as if you are a Design Creative, you make 13% more in an Advertising Role. Also to note: with a career in Accounts/Production you will only make an average of 2.4% more than in a Creative role. (So tell that to your parents who discouraged you from doing an Arts Degree! ) In London versus Outside London: Salaries in urban areas like London are well known for being higher than suburban regions. This is called weighting, when it is custom to make an allowance in order to account for the cost of living in an area, and is seen in the majority of global cities. According to a study from Warwick University and The Guardian, they also vary according to sector. Today there is no uniformity across different services or professions and the inner and outer London boundaries are not clearly defined, varying according to sector. To give a reference point, Public sector workers in inner London should each receive at least 4,200 a year on top of their pay * * ( This validates the survey's purpose; to discover a weighting standard for the creative industry. Thus we have found the average salary increases 24% when you work in the creative industry and obtain a job in London. To be more specific, with Advertising Creatives the average salary increases 13,500, while Digital Creatives see 6,150. For Advertising Accounts/Producers, the average increase is 17,031, and Digital Producers see 10,446.

12 Underpaid Fairly Paid Underpaid or Overpaid? 50% 65 % feel underpaid 50% Underpaid Fairly Paid For the following section we will analyse our 3 main questions and filter with the following set factors: Age, Location, Gender and Degree Level. 65% of respondents felt that they were underpaid in From the data we can draw conclusions that these are predominantly Young Professionals, aged 26-35, with a Bachelors Degree. They also live in London, hold Mid-weight Design & Advertising roles and have an average salary of 21,000. This group also does not feel very optimistic about their salary increasing much within the next year. The other 27% who believe they are fairly compensated hold Senior Level positions making anywhere from 29,000 50,000. Only 4% of the graduates at the Junior Level thought they were fairly compensated. In the different age brackets we found 78% of year olds think they are underpaid. When following the trend curve it seems the younger generations are more optimistic about their salary prospects. It comes as a suprise that only 2% of these year olds think their salary is fair! In terms of location, it seems people in the North are the most unanimous (79%) about not receiving an adequate pay check. In contrast, London and the Midlands had the highest percentage of people who believe they are fairly paid. When we analyse these opinions based on qualifications, we have discovered a theory. The more qualifications one holds the more likely they are to believe they are underpaid. Take a look at the graphs to see a more detailed view of this question. 73 % 73 % 79 % 73 % 50% 2 % of year olds are satisfied with their salaries 73 % 73 % 79 % 73 % 61 % 73 % % 61 % Underpaid Outside UK 73 % 61 % 62 % 61 % Fairly Paid The North feels the most underpaid Outside UK 62 % FREELANCE GCSE 50 % BOTH A LEVEL 40 % Bachelors 67 % GCSE 50 % Bachelors 67 % CLIENT-SIDE A LEVEL 40 % Diploma 64 % Masters 67 % Diploma 64 % Masters 67 % Feeling underpaid vs education Feeling underpaid vs education

13 62 % % % 51 % 47 % 37 % Expectations for 2014 NORTH OUTSIDE UK We then asked our audience, what do you think will happen to your salary in 2014? Our presumptions assumed that as you get older your salary seems to stabilize. The youngest generation [19-25] are the most hopeful 62 about % their increase in salary (68%). While 78% of the year-olds believe 56 % their salary will be remaining the same. It is interesting to note that once you obtain this level there is not the possibility of growth or a raise. When we take a look geographically, London is the most hopeful about an increase in their salary in 2014 (62%). Where as half of the creatives Expect increase Stay the same Expect decrease from the Midlands believe their salary will stay the same. We also seemed to prove that the more degree qualifications you have, the more hopeful you are about taking home the 'bacon' in And to note: There was no variation between men and women believing their salary will increase or decrease in the coming year Expect increase Stay 60+ the same Expect decrease 67 % of year olds expect their salary to increase SOUTH SCOT/N.IRE/WAL 47 % 51% 47 % 37 % NORTH MIDLANDS OUTSIDE UK SOUTH SCOT/N.IRE/WAL MIDLANDS DIPLOMA 50% GCSE 36 % A LEVEL 54 % MASTERS 64 % 64 % respondants with a Masters expect their salaries to rise BACHELORS 57% DIPLOMA 50% NORTH GCSE 36 % OUTSIDE UK A LEVEL 54 % BACHELORS 57% FREELANCE 56 % expect salary increase in next 12 months MASTERS 64 % 62 % % % 51% 47 % 37 % SOUTH BOTH SCOT/N.IRE/WAL Londoners are most confident about a salary increase MIDLANDS CLIENT-SIDE AGENCY Expect increase Stay the same Expect decrease

14 Skills to Pay the Bills? What do you expect to happen to the demand for your skills in the next 12 months? According to our survey, the perception of demand for creative skills is relatively steady. A little over a third expect that demand will neither rise nor fall. The largest proportion of respondents expect demand to increase, and only a small amount are expecting a decrease. This is a good sign for the future growth of the creative industries. 34% expect that their demand for skills will stay the same. While 57% foresee an increase in demand for their skills. These are predominantly our mid-weight designers who feel they are underpaid. This leaves 9% who feel their demand for skills will decrease. Because trends in technology are moving quicker this makes more skills required by our younger designers. Our survey supported this statement where 65% of the youngest generation [19-25] believe demand for their skills will increase, while 67% in the oldest generation believe demand for their skills will stay the same. There was no conclusive data based on the location and the expectations of skillsets. Additionally, there was no variation in opinion between male and females. Although when we look at degree level, we can conclude that with more qualifications, respondents have a higher expectation that demand for their skills will increase. 63% of masters students believe there will be an increase vs the 50% of A Levels who are confident they will stay the same. FREELANCE 57 % forsee increase in demand for their skillset BOTH With higher levels of education there is a greater expectation that demand for skills will increase 35 % GCSE AGENCY % 50 % 43 % A Level % CLIENT-SIDE 63 % 44 % Diploma 65 % % Outside UK Expectations were fairly similar across all regions 60 % Bachelors 56 % London 50 % Midlands 58 % North 74 % Scotland N. Ireland Wales 63 % Masters 51 % South 65 % of year olds expect an increase in demand for their skills 60 %

15 % 2% <1 % 2 % Where do you work? % 22 % AGE 53 % NONE OF THESE GCSE (O LEVEL) OTHER A LEVEL (or equivalent) DIPLOMA (Trade, Technical or Associates Degree) MASTERS DEGREE 1% 2 % 2 % 12 % 15 % 4 % 3 % 16 % OUTSIDE UK 1 % 6 % 49 % BACHELOR S DEGREE GREATER LONDON 57 % MALE 43 % FEMALE BA 65 % 5 % 14 % Education

16 What is your career level? 41 % MID-WEIGHT 4 % 51-60K 8 % 41-50K 3 % OUT OF WORK 5 % > 60K 7 % 36-40K What area do you work in? DESIGN 23 % ADVERTISING 23 % 29 % SENIOR 17 % < 18K 15 % 25-28K 16 % 29-35K DIGITAL MEDIA 18 % PACKAGING /PRINT 8 % OTHER 6 % 26 % 18-24K PUBLISHING 4 % FASHION 3 % 18 % JUNIOR BROADCASTING 3 % PHOTOGRAPHY 2 % ILLUSTRATION 2 % 8 % DIRECTOR 3 % OWNER 1 % STUDENT What is your current annual salary? JOURNALISM 2 % ANIMATION 2 % ARCHITECTURE 2 % INTERIOR 1 % GAMING 1 %

17 Talented People. Great Careers. London Berlin Hong Kong Creative & Design Client Services Strategy, Planning & Analytics Project Management & Production User Experience / IA Technology Content & Community Management Marketing T: +44 (0) W:

18 Creativepool is the industry network for the creative community. Creativepool connects you to your favourite brands, agencies, and creative individuals a real-time network that continually grows through shared creative work, news, and interactions. Find people, companies and news from the people and brands you know, search those that inspire you, and make lasting connections Great Sutton Street London, EC1V 0DS tel: +44 (0)

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